« How Austin, Texas Turned Residents into 750,000 Publicists - Matt Curtis »

In Chapter 10 of 17, public affairs and communications strategist Matt Curtis showcases Austin, Texas' secret marketing weapon: its residents. Curtis describes Austin as a city of 750,000 publicists who vigorously and happily promote their town when traveling outside it. Curtis, chief of staff for mayor Lee Leffingwell, notes that the civic pride not only unites Austin's people, but it also increases city tourism income to help the city grow.